Marketing and branding inform many of the strategic and creative decisions involved in fashion design and product development. Marketing is a vital component of

Marketing and branding inform many of the strategic and creative decisions involved in fashion design and product development. Marketing is a vital component of

A collection of international contributions from renowned academics and practitioners from the US, UK, China, the second edition of Fashion Marketing has been c

‘Clothing that is not purchased or worn is not fashion’ (to paraphrase Armani) Knowledge of marketing is essential to help ensure success and reduce the ris

Some of the usual obstacles to modern teachings of marketing are ethnocentricity, the limitation of creative thought by conformity to existing theories, lack of